Gaming

The future of the gaming industry: brand loyalty and retention, Exclusive Q&A w/ Achille Traore, CEO of White Label Loyalty

Published

3 years ago

September 26, 2022

Reading Time: 3 minutes

The gaming industry is highly competitive. Game developers only have one chance at making a user’s experience memorable. If a gaming company fails to capture user attention, customers will likely move on to another game or platform. Achille Traore, CEO of White Label Loyalty, discusses the opportunities awaiting gaming brands to create more loyal customers.

What are the main goals and objectives of brands in the gaming industry?

Most brands in the gaming industry are striving for the same thing: customer retention. The industry is well known for high engagement rates, but it’s also well known for low retention rates.

Player retention is important for gaming brands because existing customers are very valuable in the long run. It’s much easier to upsell and cross-sell to loyal users. Plus, the cost of acquiring new customers is becoming more and more expensive.

The gaming industry faces a number of challenges. What are they?

The first challenge is about engaging casual players and persuading them to play more frequently. And while there are many factors that contribute to this, including the quality of a game and the ability to market it effectively, gaming brands ultimately need to have a deep understanding of their customers.

The second challenge is knowing how to add value to a customer’s gaming experience. Not all users will find value in the same things. For one user, the value of a game may lie in the ability to customize characters with exclusive skins. For others, the value may lie in joining a community to meet other gamers.

Finally, gaming brands need to know how to break the barriers for people who haven’t gamed in a long time, or have never tried gaming before.

When it comes to gaming, how would you define loyalty and engagement?

A user that is truly engaged will spend a significant amount on in-game purchases.

Another way gamers show their loyalty is by engaging with communities via social media or forums like Reddit.

Loyal players can also become ambassadors for gaming brands. These players are more likely to engage with a brand outside of the game – they’ll spend money on equipment (such as a new console or PC), merchandise, and event tickets.

How does a gamer become loyal?

Loyalty often forms as a result of rewards. Players want to be rewarded. Whether it’s for completing a time-bound challenge, or unlocking different levels in a game, rewards add to a feeling of competition and accomplishment.

Gaming companies that reward customers for engagement can build real, long-term loyalty.

In order for gaming companies to better understand and engage their customers, what can they do?

Gaming companies must collect detailed data about their users to understand what drives them. Brands can use this data to build specific audience segments, which allows them to personalise and tailor marketing strategies to each customer profile.

Loyalty programs are an effective way to gather detailed information about user behaviour, needs, and preferences. When a gaming brand understands its customers, they can create customised rewards for each player segment, resulting in higher engagement and retention rates.

What are the best ways to reward players in the gaming industry?

With the right software, gaming brands can reward any kind of activity. For example, rewards could be given to streamers who refer games to others. Rewards could incentivise new customers to pick up their controllers again. Or, rewards can simply be used to show appreciation for those who dedicate their time and attention to a game.

Playstation Stars, a new loyalty program in the industry, rewards players for engaging with specific campaigns. Campaigns range from simply playing a game, to earning specific trophies or getting first place in a league table in your local area. Sony announced that the program uses a new type of reward – digital collectibles: “digital representations of things that Playstation fans enjoy, including figurines of beloved and iconic characters from games”.

What other opportunities await gaming brands?

With rewards, gaming companies can drive whatever specific behaviours they would like to see more of. For example, if a gaming brand wants to focus on new customer acquisition, they can build referrals into a rewards program. A fully-rounded loyalty program boosts acquisition as well as retention. While customers can do this on their own via social media or word of mouth, loyalty technology makes it as easy as possible for them to refer a game to family and friends.

There are so many different ways rewards can be used. From early access to a game, to free in-game currency, rewards help make a user’s experience more memorable and keep them engaged long-term. But rewards won’t be effective if gaming companies don’t understand what their customers actually want. That’s why it’s vital to start with data. Then, build a loyalty program that is based on what gamers find truly valuable.

155.io

155.io Breaks the Mold Again, Introducing the CCTV Game Genre via Rush Hour

Published

6 hours ago

January 28, 2026

Wladimir P.

155.io-breaks-the-mold-again,-introducing-the-cctv-game-genre-via-rush-hour

155.io, the live content studio transforming real-world games, has launched CCTV.Game, an innovative genre created entirely from live CCTV footage collected worldwide. The category debuts with its inaugural title, Rush Hour. The live game operates around the clock to convert real-life traffic into immediate viewing and wagering entertainment.

The CCTV Game signifies a new path for 155.io, broadening its chaos-oriented philosophy into completely live, real-world settings. Created using numerous live CCTV feeds from around the globe, the game transforms everyday activities into quick, engaging, and immediately bettable entertainment.

Running nonstop, Rush Hour enables players to wager on straightforward, distinct results during rounds lasting under a minute – such as the number of cars that cross a junction or the quantity that turns left or right within a specified timeframe. Each round is dynamic, spontaneous, and influenced by the organic rhythms of the world, instead of standard RNG methods.

Rush Hour’s live recordings feature diverse locations such as Sydney, Swindon, Arizona, and Taipei, as well as landmarks like Patong Beach in Thailand and Abbey Road in London. From everyday crossroads to landmark locations, the entire world transforms into the game board. Crafted for mobile devices, Rush Hour is immediately comprehensible and genuinely engaging, providing a much-needed option to conventional casino formats. CCTV Game embodies 155.io’s fundamental philosophy: chaotic reality, straightforward games, and entertainment designed primarily for mobile.

The launch enhances 155.io’s attraction to the upcoming player generation, merging live-stream culture with instant betting features.

CCTV Game and Rush Hour can now be accessed via Hub88 or through direct integration.

Sam Jones, Founder & CEO of 155.io, commented: “Rush Hour is the first expression of our CCTV Game genre – think Big Brother blended with Polymarket. It’s completely live, and the world is now our studio. CCTV.game takes real-world chaos and turns it into something instantly playable and genuinely entertaining – this is content the next generation will queue up to try.”

He added: “Once you realise the entire world can be a live game feed, there are no boundaries. Live traffic content is just the start – from live wildlife to iconic sporting locations – we’re only just setting off on our journey of what real-world chaos entertainment can be.”

The post 155.io Breaks the Mold Again, Introducing the CCTV Game Genre via Rush Hour appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Chicken X & Friends

Million Games Launches Chicken X & Friends Today Following Strong ICE Reception

Published

7 hours ago

January 28, 2026

Wladimir P.

million-games-launches-chicken-x-&-friends-today-following-strong-ice-reception

Million Games announces today the official launch of Chicken X & Friends, its real-time multiplayer crash game and the highly anticipated sequel to the award-nominated hit Chicken X.

Following a successful showcase at ICE 2026, where the game attracted strong interest and positive feedback from operators, partners, and industry professionals, Chicken X & Friends is now live and available to play.

Set across a chaotic multi-lane highway, Chicken X & Friends brings Jack Chicken back into action—this time in a shared, unlimited multiplayer environment. Unlike traditional crash games, gameplay never pauses. There are no waiting rounds or session start times. Players can jump in instantly and start playing at any moment.

Multiplayer Crash Gameplay, Evolved

Chicken X & Friends introduces unlimited, real-time multiplayer gameplay to the crash genre. Players are visible live on screen as they navigate traffic lanes, build multipliers, and decide when to cash out before the crash.

“This launch marks an important step for us,” said Thomas Nimstad, CEO of Million Games. “Chicken X & Friends builds on everything players loved about the original, but adds a social layer that fundamentally changes how crash games feel. Seeing other players make decisions in real time adds tension, strategy, and excitement—and that was very clear from the feedback we received at ICE.”

Player Choice, Progression, and Personalisation

Gameplay takes place across multiple traffic lanes, each offering a distinct risk-and-reward profile. Slower lanes provide steadier multiplier growth with lighter traffic, while faster lanes increase volatility with denser traffic and quicker multiplier escalation.

Players actively choose how and where to play—staying safe, pushing into danger, or switching lanes as conditions change. Safe zones offer a brief pause from traffic, but staying too long triggers an automatic cash-out, ensuring the pace remains high and the pressure stays on.

As players progress, they unlock levels and cosmetic customisations, including different skins and hats for Jack Chicken. These visual rewards allow players to stand out on the road and showcase their experience and performance without affecting gameplay balance.

Movement is fast and intuitive, controlled through taps or directional inputs, allowing players to react instantly as traffic patterns evolve.

Social, Competitive, and Always On

In public playgrounds, up to ten players appear live on screen. Each player is represented by Jack Chicken, while competitors appear as pigeons, creating instant visual awareness of who is still in the race. The leading player is highlighted with a unique “king” skin and a visible live multiplier.

Live leaderboards track top performances over the past hour and 24 hours, encouraging repeat play and competition. Players can also choose to play solo or create private rooms with friends, offering flexibility without compromising the core gameplay experience.

Now Live and Available

Chicken X & Friends is launching today and can be played now on the Million Games website. Operators and partners interested in integrating the game or learning more about distribution opportunities are encouraged to get in touch with the Million Games team.

“This game represents something genuinely new for our industry,” added Thomas Nimstad. “We’re pushing beyond familiar formats to create experiences that players haven’t seen before. Unlimited gameplay, visible multiplayer tension, and shared decision-making open up a new direction for crash games—and that’s exactly the kind of innovation we want Million Games to be known for.”

The post Million Games Launches Chicken X & Friends Today Following Strong ICE Reception appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Gaming

Greentube goes wild in the jungle with Gorilla Cash™

Published

1 day ago

January 27, 2026

Wladimir P.

greentube-goes-wild-in-the-jungle-with-gorilla-cash

Greentube, the NOVOMATIC Digital Gaming and Entertainment division, is stepping into the heart of the jungle with Gorilla Cash, an action-packed pays-anywhere slot where tumbling reels, collector tokens and free games combine for engaging feature-rich gameplay.

Set amongst the trees is the 6×5 grid, featuring a vibrant cast of jungle animal symbols, including gorillas, tigers, parrots and elephants. Winning combinations are formed by landing at least eight matching symbols anywhere on the reels, while winning symbols disappear to make way for new ones, triggering the tumble mechanic.

At the heart of the game is the dynamic Coin Stack Collector feature. At the start of any base game round, collector positions can be randomly applied across the grid.

When a coin stack lands on a collector position, its value is immediately collected and new symbols cascade into place. If additional instant cash prizes tumble into the same collector position, their values are also collected, allowing the feature to chain together multiple wins in a single round until no more coin values remain on screen.

When four or more scatter symbols land anywhere on the reels, players are awarded 10 free games, with the chance to earn five additional free games whenever four or more scatters appear during the bonus round. Throughout free games, any seeded collector symbols remain locked in place, enhancing win potential.

During the free games feature, coin stacks can also include multiplier symbols, which increase the Coin Stack Multiplier by 1x each time they are collected. This multiplier does not reset between spins and remains active for the entirety of the free spins round. Coin stack values range from 0.25x to 1.5x the bet, while high-value coin stacks can award between 5x and 100x the total bet.

Once no more coins can be gathered, the accumulated coin stack total is multiplied by the final multiplier value.

Richard Ganster, Director of Games Strategy and Games Portfolio Management at Greentube, said: “Gorilla Cash is designed to deliver constant momentum, with tumbling reels, collector mechanics and escalating multipliers keeping players engaged from start to finish.

“The jungle theme pairs perfectly with the game’s dynamic features, creating a wild and rewarding slot experience.”

The post Greentube goes wild in the jungle with Gorilla Cash™ appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.